AMB330 Community Management Portfolio Assessment 3. Name: Grace Manu Student Number: N Word Count: 1231

Transcription

1 AMB330 Community Management Portfolio Assessment 3 Name: Grace Manu Student Number: N Word Count: 1231

2 Table of Contents 1.0 Introduction Social Media Strategy Target Audience and Social Media Marketing Objectives and Campaign Goals Content Pillar Recommendations Campaign Campaign Dates Campaign Calendar Examples of Escape Travel Content Creation Instagram via. Facebook Blog Post EDM Digital Portfolio Reference List

3 1.0 Introduction Escape Travel should endeavour to utilise the abundance of online digital platforms available to its advantage. Studies conducted by the Australian Communications and Media Authority (2016) have demonstrated how this target demographic of over 45 years of age are still extensively savvy online. Hence, key consumer insights that has been previously identified in the digital audit will aid in guiding a 4-week marketing campaign: The Escape Travel customer is 45 years and over, values personalized interactions and high quality customer service. The target consumer are large users and prefer devices such as desktop computers, laptops and tablets over smartphones. There is no doubts social media can enrich a business s brand recognition and customer base and thus Escape Travel would benefit in incorporating its Facebook, EDM s, blog, Instagram, YouTube and the current website into the tailor-made holidays online marketing campaign. 3

4 2.0 Social Media Strategy 2.1 Target Audience and Social Media As Escape Travel prides itself in offering a 24/7 customer service network and a fully tailor-made holiday experience, the 45 and over age demographic or Baby Boomers and Generation X has been identified as the suitable target audience. This demographic is commonly retired, has no outstanding mortgage and no longer has children living at home (Escape Travel, 2017, p.5). Further research into the online habits of this specific age group have suggested that because the target audience are more likely to be retired, many use social platforms between 9:00am and 4:00pm during the middle of the day (Zikuhr, 2012). Data collected by the Australian Communications and Media Authority (2016) and Australian Bureau of Statistics (2013) also demonstrate that this age range are excessive users of s and favor devices such as desktop computers, laptops and tablets over smartphones. Therefore, desktop social applications will be the foremost appropriate form of content sharing. These include Facebook, EDM s (electronic direct mail) or s, and blog posts via the website. It should also be acknowledged that many social platforms for devices including Instagram are now available via desktop and should be integrated into the campaign on a lesser scale. 2.2 Marketing Objectives and Campaign Goals As outlined in the client brief, Escape Travel s primary marketing objective is to increase the current brand recognition within the target audience. This should ultimately achieve an upsurge in new clientele and an overall increase to sales. In order to run a smooth and successful online campaign, it important that social media reach and effectiveness of content is being measured and monitored during the 4- week period. Thus, the following social media goals and objectives have been created in alignment with the target audience to measure the successfulness of the online campaign: 4

5 Increase in likes to Facebook page and posts Rise in hits to YouTube view count Growth in EDM subscriber list 2.2 Content Pillar Recommendations In order to create a successful campaign, it is vital that all content created is relevant towards the overall Escape Travel brand and vision. According to Hoffman s (1996, p. 59) framework, inconsistent content can cause confusion and have adverse effects in creating brand awareness for the company. By creating three relevant content pillars, all social content remains appropriate and consistent with travelling for over 45 s. The following content pillar recommendations have been developed in accordance with the target audience s interests and uses of social media. Content Pillar 1- Over 45 s This content pillar is the most consistent with the age group of the target audience and focuses on shared content that surrounds the luxury travelling aspect and tailor-made holidays of Escape Travel. Content could include a blog post that outlines the benefits and joy of travelling when retired. Content Pillar 2- Travel Deals The deals pillar will include Escape Travel s current promotions and deals during the campaign period. It is important to include this pillar as deals will attract target consumers who have already commenced an information search. Content could include a Facebook post with a call to action. Content Pillar 3- Destinations and Inspiration Destinations and Inspiration is the most visual content pillar and could include inspirational photographs of couples over 45 who have travelled to beautiful destinations together. Content may include an Instagram post linked to Facebook of a mature age couple at a travel destination. 5

6 3.0 Campaign 3.1 Campaign Dates As google trends shows, since 2011, the largest online web search period for the term holidays is from November to January during the Christmas holiday period. Figure 1: Google Trends holidays over the past 5 years However, as these dates coincides with the Australian school holiday period, many retired couples over 45 may choose to travel outside of these dates. Therefore, a 4- week campaign that runs from December to January would be appropriate given the holiday spirit and atmosphere that has many Australians longing for a break during this time. These dates also allow an appropriate time frame for the target audience to plan a holiday following the Christmas period with an Escape Travel consultant. 6

7 3.2 Campaign Calendar Furthermore, alike the content pillars, the campaign calendar should also be in alignment with the online habits of the identified target audience. Recent findings from the Journal of Hospitality Marketing & Management (2009, p. 258) have shown that consistency and routine are an important aspect to the daily lives of Baby Boomers and Generation X and therefore the times and days that content is posted should reflect this. Content pillars should be grouped by day across all social media platforms and remain the same over the 4-week campaign period. Timing of posts should be scheduled to ensure the most prevalent engagement within the target market. As research shows these periods are between 9:00am and 4:00pm each day, posts should be arranged between these time frames. Table 1: Campaign Calendar (Post times and content pillars groups) 7

8 Grace Manu 4.0 Examples of Escape Travel Content Creation 4.1 Instagram via. Facebook These examples are of the destinations and inspiration content pillar posts to Instagram which can then be linked to post on Facebook. They exhibit the target demographic in photographs of inspirational destinations around the world. 8

9 Grace Manu 4.2 Blog Post A blog post can be extremely beneficial, especially if targeting a more mature demographic as it allows for a more personal one-on-one connection with customers. This exert is from a blog post in an example of the over 45 s content pillar. In blogs, persuasive writing can be implemented to appeal to the consumer in a subtler way. 9

10 4.3 EDM The following is an example of the travel deals content pillar in the form of an EDM. 10

11 5.0 Digital Portfolio 11

12 6.0 Reference List Australian Bureau of Statistics. (2013). Older persons internet use. Retrieved from: 9000E3FD8?opendocument Australian Communications and Media Authority. (2016). Digital lives of older Australians. Retrieved from: Escape Travel. (2017). Escape Travel Brief 2017 [Escape Travel Brief]. Retrieved from: _1/courses/AMB330_17se1/Escape%20Travel%20Brief.pdf Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated environments: Conceptual foundations. The Journal of Marketing, Patterson, I., & Pegg, S. (2009). Marketing the leisure experience to baby boomers and older tourists. Journal of Hospitality Marketing & Management, 18(2-3), Zickuhr, K. (2012) Older adults and internet use. Retrieved from: 12